STARTUP SPOTLIGHT: MEET JOEY LI & THUTA KHIN, CO-FOUNDERS AT LEIHO
Doing PR for startups means that we work with the world’s most exciting founders as they build, scale and exit their businesses, but what makes a great Founder? Our Startup Spotlight series features interviews with some of the most exciting young founders in the UK today, and this month we talk to Joey Li and Thuta Khin, Co-Founders at Leiho, the lifestyle brand that helps give employment and creative upskilling opportunities to underserved communities.
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What inspired you to start Leiho?
Having both grown up in Southeast Asia, we were exposed to a lot of structural inequalities around the world and wanted to do something about it. We both met during our Masters and thought it was the perfect time to marry our passion for creativity, fashion and impact – this is how Leiho was born! After finding out that clean socks were one of the most requested but least donated items of clothing at homeless shelters, we started as a buy one, give one sock company where for every pair of socks sold, we donated another to someone experiencing homelessness. We have since grown to selling more than just socks and also equally donating more than socks – we’ve been able to work closely with charities and organisations to run impact projects that empower individuals to get out of the cycle of poverty.
Tell us about the business
We are a lifestyle brand that helps give employment and creative upskilling opportunities to underserved communities. From supporting refugees, people experiencing homelessness to partnering with women’s centres – we feel it is important for brands to have a positive impact not only on the environment but to local communities as well.
With every purchase of our eco-conscious everyday essentials such as bamboo socks, beanies, caps or even t-shirts – every item contributes towards building a better and more inclusive future!
How did you come up with the name?
Leiho means ‘How are you’ in Cantonese and sometimes that’s all you need to ask someone to show that you care! Our ethos of our brand is all about being caring and kind to each other!
What was your previous job / role?
Joey: My background was in events, advertising, media and comms. One of my first ever internships was being a runner at ITV’s This Morning show!
Thuta: I’ve previously worked at Tenzing as a marketing and sales assistant – that’s where I got my experience working in a startup! I’ve also had work experience with World Vision, an NGO supporting rural communities in Myanmar.
Looking ahead into the future, what award would you love to win?
Joey: Ohh.. tricky one! Some sort of global award for impact would be cool!
Thuta: Forbes 30 under 30 would be a great achievement but also UK Social Enterprise Awards to receive recognition for the impact we are making as a social impact brand.
What has been your biggest challenge working in startups?
Joey: Biggest challenge would be getting too comfortable. One day you’re selling in person and the next day COVID happens and you’re having to move everything online and grow as an e-comm brand. Security and comfort are sometimes what founders crave but security and comfort don’t get you very far.
Thuta: Starting out we’ve had to wear so many hats as founders – we still do! As a bootstrapped business, we are really conscious of our spending and therefore naturally do everything ourselves, from content creation to bookkeeping, fulfilling orders and customer service. But we are learning that as we grow, we cannot do everything ourselves.
What’s the best advice you have ever received?
Joey: “Everything happens for a reason” – it’s my best advice and the best advice I’ve ever received. The majority of things in life we can’t control so why try and control everything?! Things happen for a reason and everything makes sense over time. It’s all part of life – so it’s not that deep!
Thuta: ‘You never know if you don’t try’ – a very simple advice but I feel that this has kept us open to new opportunities and not restrict ourselves to one particular way of doing something.
What is your favourite book?
Joey: At the moment, The Almanack of Naval Ravikant is definetely up there – I love reading Naval’s wisdom and experience. There is a lot of good takeaways in that book!
Thuta: Shoe Dog by Phil Knight – it’s always great to hear from successful entrepreneurs about how their journeys began and how their decisions led to different successes as well as failures.
Which entrepreneur / leader or role model has inspired you the most?
Joey: I always find this difficult to answer because every single entrepreneur and leader inspires me. It’s really not an easy journey and it does take specific kinds of people to really stay resilient and persistent! So I honestly admire anyone who’s ever started a business, whether or not the business still stands – it takes a lot of courage! (But I do also love Blake Mycoskie and Phil Knight).
Thuta: My parents – they cofounded a business together from scratch and growing up I have watched them set a great example of how consistency, hard work and good ethics can get you really far.
What is the anthem / song that best represents your business?
Joey: One Day by Matisyahu
Thuta: Heal the World by Michael Jackson
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